Clear Channel said it found radio “is for...
Clear Channel said it found radio “is for Millennials & Gen Z,” after a survey in September through March of more than 1,000 people online aged 13-54 and focus groups with more than 50 in three cities. “Young consumers listen…
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as much as the rest of us, and [a] majority expect it to always be part of their lives.” Ninety-four percent of those aged 13-17 listened at least once weekly, as did 89 percent of respondents 18-24, the radio station owner said Friday (http://bit.ly/11YXnh8). “Consumers supplement AM/FM radio listening on other platforms” -- 55 percent on custom streaming playlist sites, 44 percent on streaming terrestrial station programming and 33 percent with satellite radio, it said. “Although digital platforms serve a relatively small portion of total listening hours (TLH), overall TLH for broadcast and digital combined are increasing.” Also “enhancing its currency with listeners” is “access to radio via multiple platforms,” Clear Channel said. Latitude Research and OpenMind Strategy did the research. Executives at other radio-station owners have said the industry faces challenges in perception after advertiser spending on terrestrial spots declined more than online ads are growing (CD April 30 p1).